The Gwinnett Braves is looking for a few good names.

Not for the team of course — got that covered — but for face of the new team.

Gwinnett Braves (ENLARGE)

The public will compete to name the new Gwinnett County team mascot, a groundhog inspired by Gen. Beauregard Lee.

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Haven't seen the mascot yet? He's a portly cartoon groundhog inspired by Gen. Beauregard Lee, star of the Yellow River Game Ranch in Lilburn.

The toothy whistlepig (or woodchuck, formally known as Marmota monax, proud member of the rodent family) was created by New York branding group SME.

Toby Wyman, assistant general manager/business operations for the Gwinnett Braves, said the group also created the team's logos and jerseys.

"From a minor league standpoint," Wyman said, "a mascot is a big deal." With the team's 144-game schedule, he said, there's not a lot of free time for players. "So a mascot becomes a touch point for us in the community."

The goal, Wyman said, was to create, "a character that's accessible, fun but that has some local ties." Gen. Lee got the nod since the portly prognosticator signals the dawn of spring — and hence, the dawn of baseball.

SME has created brands for the LPGA, the U.S. Olympic Committee and a host of individual teams. Chief Executive Frederick S. Popp said the Gwinnett mascot wasn't the work of a single artist, but a team of five, and was chosen for his "relevance to the region."

The top minor league affiliate of the Atlanta Braves is accepting nominations for the mascot's name at its Web site — www.gwinnettbraves.com — through Aug. 27. A panel will narrow the nominees down to three, which fans will vote on Sept. 1–5.

The Gwinnett Braves will unveil the winning name, and their mascot, sometime before the end of September. The team's $45 million stadium is scheduled to open in April 2009.